Introduction to Business Branding & Marketing

Quick Summary

In today’s competitive world of marketing and advertising, a key to success is building a strong brand. Branding involves developing a compelling, positive and lasting image of your business that creates an emotional connection with your customers. The strength of your company’s brand could mean the difference between struggling for recognition and sales or thriving as a dynamic, best-in-class business. In this article, we discuss several key aspects of branding.

In This Section

Define Your Brand

Create a Brand Strategy

Build Brand Equity

Create a Strong Visual Brand

Establish Your Brand's Voice

Be Consistent

Define Your Brand

Your brand is the image customers have of your business. Take the time to define your brand thoughtfully and early, so your company’s image is what you intend it to be.

Create a Brand Strategy

Create a clear and concise brand strategy and then execute it effectively and thoroughly.

Build Brand Equity

Brand equity is the value that your brand brings to your company. You can measure it in a number of ways, such as the price premium you can charge over a no-name product, or through long-term customer loyalty. You can strengthen your customers’ perception of your brand by applying the four-step Customer Based Brand Equity Model.